»
Advertisers would be well advised to pay more attention to what their customers say influence their purchases - particularly new media options that are growing the fastest in wielding influence, according to BIGresearch’s Simultaneous Media Survey (SIMM 11, Dec. 07), MarketingCharts reports.
While traditional media still rank on top in purchase influence, many are declining and some are showing double-digit losses in influence over the previous year; on the other hand, many new media options are showing double-digit growth, BIGresearch found.
For example, compared with SIMM 9 (Dec. 06) findings, instant messaging and blogging underwent double-digit growth - 22 percent and 21.5 percent, respectively - in purchase influence of electronics.
At the other end of the growth spectrum, Broadcast TV and Cable declined in electronic-purchase influence: -13.9 percent and -14.4 percent, respectively.
See table of traditional and new media influence on electronics purchases, by ethnicity/racial group.
Moreover, the influence of new media is growing much rapidly among US minority groups: Influence of new media is higher for Hispanics and African Americans across all new media forms compared with the average for all adults.
Conversely, the influence of new media for Caucasians is lower than the average overall.
“Marketers need to better understand the changing dynamics of the consumer media market and develop new marketing plans that integrate new media to replace the erosion of traditional media for influence to purchase,” said Gary Drenik, president of BIGresearch.
“Marketers who can’t tap new media options for their influence to purchase will suffer a decline in advertising ROI.”
About the data: BIGresearch’s syndicated Simultaneous Media Survey (SIMM) is focused on consumers, and gauges consumption across media, products and services. The SIMM monitors more than 15,000 consumers twice each year.
Radio stations in the U.K. reacted with outrage when they learned of a report by researchers from the University of the West of England which accused them of promoting excessive drinking.
The study looked at 1,200 hours of radio output,…
General Motors posted sales of 308,817 vehicles in August. That’s a drop of 20 percent from August of last year - but 31 percent better than July.
In order to boost sales as much as possible during a time when…
A new digital out-of-home network to reach golfers is launching to 100 retail locations in the next two months. The network will be available in Dunham’s Sporting Goods, Golf Etc., Golf USA, Pro Golf, and ParMasters, among others.
Fox says that viewers’ attention to commercials is higher when fewer commercials are aired. The revelation comes as a result of testing the network has done for its freshman thriller, Fringe, which will premiere Sept. 9 with limited commercials and shorter…
Worldwide sales of mobile phones will reach 1.28 billion units in 2008 - up from 1.15 billion units in 2007 - an 11 percent increase from last year, according to Gartner, Inc - (via MarketingCharts).
While the mobile phone market is poised for…
Consumers in all income segments are cutting back spending, and doing so to a greater extent recently than at the beginning of the second quarter, according to a comScore study examining changes in consumer attitudes and perceptions about the U.S. economy…
